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- 1. + DOVE International Marketing Presented to BKDhar Assistant Professor FBA, Ustc Presented by Jiku Chowdhury Roll 1111 Marketing 8th Semester
- 2. + Introduction: Unilever Establishedin 1930 One of Indonesia's Top Ten Companies Anglo-Dutch multinational consumer goods company Currently has more than 40 brands focused on health and wellbeing, 14 of which generate sales in excess of €1 billion a year 173,000 employees (2013) in over than 100 countries worldwide
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- 4. + Introduction: Dove inSize 1940’s 1950’s 1960’s 1970’s 1980’s 1990’s 1990’s-now Dove Bar was formulated Launched in the market Dove Beauty Bar was refined Popularity increased as a mildest soap Leading brand recommende d by physicians Dove Beauty Wash was launched Extension of Dove's range of products
- 5. + Market Summary: Dove buildingpositive self-esteem and insipiring women to reach their full potential
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- 7. + Market Summary: Dove targetmarket Demographic Male and Female 18-34 years old High income groups Upper middle class
- 8. + Market Summary: Dove targetmarket Geographic: this paper will focus only in America
- 9. + Market Summary: Dove targetmarket Behavior Aware of their health both physically and emotionally Friendly and outgoing
- 10. + Market Summary: Dove marketneeds High quality products Products that can enhance their health and well being Moisturizing products (rinses cleaner than soap, leaving skin clean, soft and smooth) Affordable price Easily to buy the product
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- 12. + Dove performance Theirmotto is beauty should be for everyone A commitment to quality for more than 50 years Dove stresses strong family and emotional values Strong emotional touch High market share
- 13. + Dove performance Winsmany awards International brand recognition World's top cleansing brand Seasonal variety of soaps and lotions to body changes during hot/ cold weather Supported by the industry's longest-running medical program Dove products are found in half of all homes in the US
- 14. + Dove in behavior The Ad makeover social media push allows users to send encouraging messages to their friends and loved trough Facebook that combat the negative messaging that girls are surrounded by in the media "Show us your skin" campaign is allowing women of all ages to show the world the beauty of their skin and encouraging them to help define what Dove really is and what it stands as a brand The mother group, Unilever has a wide variety of products and brands
- 15. + Prospects of Dove Key partners (in the US, Dove supports the work of the Girl Scouts of the USA, Girls inc., and Boys & Girs Clubs of America) Dove hosts self-esteem events through Girl Scouts of America and other global partners Unilever operates in more than 100 countries and sales in more than 180 countries
- 16. + Prospects of Dove Body wash is the leading segment in the market, with $1.9 billion in sales (2011 estimates), up 2% from 2010 Non-deodorant soap trails body wash in estimated 2011 sales at $1.2 billion, reflecting 4.7% growth over 2010 sales of $1.1 billion Men's participation in the body care category increased significantly from 2011-2012.Whereas 58% of men
- 17. + Berrier of Dove Bad economy condition, people are tend to buy things they are need, not they are want Large variety of products in the market category and consumers are willing to change brands. Dove has short-live products that are disposable Media has portrayed Dove's real beauty campaign is hypocritical Competitors, such as St.Ives do not test their products to animal
- 18. + Berrier of Dove False beauty in advertising and the pressure to look good Hypocritical advertising of sensitive skin and fragrance free products.The ingredients are not all natural and could cause skin irritation Low market share for deodorant, especially among men
- 19. + Berrier of Dove Sales of body care products (lotion) declined by 10% from 2007-2012 The US Market for soap, bath, and shower products experienced only 2.1% growth in estimated 2011, after declining 1.5% in 2010 Dove accused too provocative in their ad campaign Most issues have to do with Unilever rather than Dove, and any involving Dove touches upon mislabeling or false claims related to hair products Risk of being a brand for "fat girls"
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- 22. + Product Offering: Dove Beauty Bar and Body Wash Deodorant Hair Lotion Men+Care
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- 25. + Product Offering: Dove deodorant:clinical protection
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- 27. + Product Offering: Dove deodorant:body mist, roll on, and aerosol
- 28. + Product Offering: Dove haircare: shampoo
- 29. + Product Offering: Dove haircare: conditioner
- 30. + Product Offering: Dove haircare: treatment and style+care
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- 33. + Marketing Mix: Dove products antiperspirants/deodorants body washes beauty bars lotions and moisturizers hair care facial care products
- 34. + Marketing Mix: Dove price Dove Winter Soap Bar: $8.49 per pack (6 bars per pack) Dove Body Wash Deep Moisture: $7.29 (24 oz) Dove Damage Therapy Daily Moisture Shampoo: $6.99 (25.4 oz) Dove Shea Butter Cream Oil Body Lotion: $7.29 (13.5 oz) Dove Men+Care Body & Face Wash, Clean Comfort: $5.39 (13.5 oz)
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- 36. + Marketing Mix: Dove promotion:advertisement media
- 37. + Marketing Mix: Dove promotion:advertisement media
- 38. + Marketing Mix: Dove promotion:television, radio, internet (video: Little Girl campaign, 2006)
- 39. + Marketing Mix: Dove promotion:television, radio, internet (video: camera shy, 2013)
- 40. + Marketing Mix: Dove promotion:television, radio, internet (video: real beauty sketches, 2013)
- 41. + Conclusion and Suggestion The Campaign for Real Beauty shattered the stereotype of the size zero, blonde, perfect model Dove Campaign for Real Beauty is one example of good campaign, which can enhance product's brand image.The campaign is not only tries to sell and promote the product, but also has its own value.This strategy makes Dove known as valuable brand to its customers, that concerned about social change.
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Editor's Notes
- #6 Dove is commited to building positive self-esteem and insipiring women to reach their full potential. The marketing plan should dedicate to that philosophy in both attitude and work ethic. It also has to take Dove's strong brand image and protect it in addition to expanding and maintaining current consumers. Dove use societal marketing concept where they educate girls and women on that healthy perception of body image should be and increase their self-esteem. They also focus on human welfare in addition to consumer's demands and company profits.
- #9 New York (NY), Los Angeles (CA), Chicago (IL), Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI), Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN).